The effect of social media influencers profiles on purchase intention: A study on university students

This study examines the impact of social media influencers (SMIs) on the purchasing intentions of university students. As the internet and social media have become integral parts of daily life, SMIs have emerged as significant figures in shaping consumer behavior, especially among young demographics. The study aims to understand how the characteristics and influences of SMIs affect the purchasing intentions of university students. The research includes an online survey conducted with 383 participants between March 1, 2023, and May 1, 2024, with 358 valid responses analyzed. The survey aims to measure variables such as perceived attractiveness, trustworthiness, parasocial interactions, and consumer loyalty using a 5-point Likert scale. The findings of the thesis show that SMIs significantly influence the purchasing decisions of university students. The perceived attractiveness and trustworthiness of influencers play critical roles in shaping students' attitudes and behaviors. It was also found that the strength of parasocial interactions, which are one-sided relationships followers develop with influencers, is an important factor affecting purchasing intentions. These interactions often result in higher levels of trust and connection, leading students to follow influencer recommendations and make purchases. Additionally, the research emphasizes the importance of influencer marketing as a strategic tool for brands aiming to reach young consumers. By leveraging the influential power of SMIs, brands can increase their visibility, credibility, and ultimately, their sales among university students. The study's results highlight the need for marketers to carefully select influencers who resonate well with their target audience and to create authentic, engaging content that fosters strong parasocial relationships.